Who really does marketing? Can "they" do it all?

I’m a bit annoyed that all the various companies involved in marketing say, a little too assertively, that they “do marketing.” If that sounds confusing well it’s understandable.

Marketing is such a broad term and encompasses such a multitude of services and skill sets that for most business people, someone saying they “do marketing” can be as confusing as a Chinese menu. “Marketing” is a term applied to high-level strategic planning and branding as well as getting trade show posters printed at Kinkos.

Add to this confusion the plethora of marketing, advertising and promotional tools available to promote your business, and the task of marketing your company in an effective manner can quickly become overwhelming

For example, here is a partial list of marketing and advertising tools available:

• Advertising: TV, Radio, Cable, Magazines, Newspaper, Classified, Co-Op Advertising, Yellow Pages
• Direct Marketing: Direct Mail, Telemarketing, Email Marketing, Newsletters
• Marketing Communications: Brochures, Sales Sheets, Presentation Folders
• Advertising Specialties: Promotional Items
• Online Marketing: Search Engine Optimization, Pay-Per-Click, Website Development, Directories, Blogs, Banner Advertising
• Public Relations: Press Releases, Articles, Event Marketing
• Social Media: Facebook, Twitter, LinkedIn, Blogs

With such a variety of marketing avenues to take, it’s difficult for a client to decipher the most appropriate tools to use when promoting their business. Business owners often meet people who claim to do marketing, often proposing rudimentary, rather than a comprehensive marketing program, invariably tailored to their particular expertise.

For example, many advertising agencies will say they can develop a comprehensive marketing plan and strategy, but that’s not their area of expertise. And, without a doubt, advertising will be the cornerstone of their marketing recommendations, whether it’s the most effective tool to promote your specific business or not.

Marketing is not unlike seeking medical advice…

If you have a back problem and see orthopedic surgeon, she will recommend surgery because this is how she was trained to fix back problems. If you go to a chiropractor, he will conclude you’re out of alignment and suggest a regular regimen of adjustments. And a physical therapist will discern certain muscles weaker than others, causing an imbalance in your core and recommend strengthening and conditioning.

Marketing is not unlike seeking construction advice…

It’s the same process as if building a home. You’re not going to hire a plumber to design your house – you’re going to hire an architect. And the same goes for your marketing, don’t hire your public relations firm to produce a strategic marketing plan.

It’s not easy obtaining appropriate advice from a specialist in one profession, and the same is true with marketing.

It’s hard to get objective advice where there isn’t a self-serving interest.

What you really need is a marketing consultant who has the training and experience to develop an effective marketing program specific for your individual business goals and objectives.

Many have heard the marketing term U.S.P. or Unique Selling Proposition, but I would wager most don’t have a clue to its inherent value when marketing your business.

The term Unique Selling Proposition was originally developed in the 1940s by marketing guru Rosser Reeves, which he defined as the ability to communicate a distinct and unique benefit a product offers a consumer which only that specific product or service or brand can provide.

Business owners, often just assume their customers will understand what makes their business different or better than the competitors, and overlook the USP. When carefully nurtured, however, an U.S.P. will provide your company a significant competitive advantage in the marketplace.

Rosser Reeves maintained an effective U.S.P. needed to accomplish the following four objectives:

1. It must make a specific proposition to the customer: “buy this product, and you will get this specific benefit.”
2. The proposition must be unique or “perceived unique” by your customers – something your competitors don’t have or offer and would not be able to imitate easily.
3. It should be so compelling and relevant to your ideal customers that it entices them to try your product or service because it addresses their needs, fears, frustrations, or desires.
4. It must be simple and easy to articulate and communicate so your customers quickly understand that your product or service offers them unique benefits.

An excellent example of an effective USP is the famous “Got Milk.” The campaign repositioned milk, a universal staple in practically all households which had been maligned as an unhealthy, antibiotics-filled food to avoid, to the opposite: comforting scenarios of milk and cookies, as well as a nutritional drink appropriate at anytime.

The campaign stuck in the customer’s minds and was carried into the grocery store aisles while milk consumption rose dramatically. Genius!

The fact that the campaign fostered numerous copycats with Got Fish? Got Fleas? and Got Freud? only added to effectiveness of the original USP. Even President Obama’s campaign slogan of “Got Hope” mimics the original.

A strong USP (or lack thereof) for your business can be the driving force behind the success and failure. Is that really something you want to leave up to assumption? To occur haphazardly? Or instead, will you take a proactive, deliberate approach ensuring correct positioning of your product or service exactly where it needs to be for future success.

Some marketing professionals are saying the traditional role of Public Relations has lost some of luster, overtaken by a more contemporary form of PR – social media. Marketing forums and group discussions from Inc.com to LinkedIn have all been debating this issue But as far as I am concerned, traditional public relations, i.e. press releases, articles, events, etc. will never play a secondary marketing role for most businesses, especially ones that have a brand image that needs to be nurtured and protected.

Social media plays an important role in marketing, but most times it is one that is supporting more traditional marketing and public relations activities.

For example, if a neighborhood restaurant donates a percentage of sales to the local high school marching band, who benefits? Pretty much everyone. The students, the band, the school and the parents, who have to shell out less for the activity. But the hero is the neighborhood restaurant. If they can leverage their generosity with an effective public relations program, it can generate loads of press exposure and tons of goodwill with consumers. Goodwill that can generate ten-fold payback of the actual donation cost.

Could social media pulled this event off as effectively alone? Probably not. Outreach to mass media outlets traditional PR is the marketing tool that does the heavy lifting in generating the kind of media buzz – one that I’ve only seen achievable through PR. Social media can certainly play a role in building awareness to those who are already fans of your business. But most editors and reporters are much too busy to activity monitoring more that a few Social Media channels. They are still looking to their normal PR channels for news worthy items to feature.

In the era of Google, Twitter, Facebook and LinkedIn, there is still irrefutable value in the good old fashioned card. Business cards, arguably one of the oldest and most important marketing tools, have been in the marketing news as of late and deserve our attention, as well they should. The business card is an essential part of your marketing strategy and should never be overlooked.

MSNBC has recently been quoted to say business cards are becoming obsolete, being replaced with complete profiles on LinkedIn and digital cards with mobile applications. Some believe this is necessary new technology, but I’m not quite convinced. Don’t overlook your business card as part of your overall marketing strategy as it plays a key role in your business image.

I am confident technology will never replace the business card as the first brand representation of yourself, other than your physical being. In many situations, business cards are the first presentation of your brand image other than your physical being. Inc.com did a story on creative, innovative, business cards, but there is no need to be that extravagant. Your card needs to carry the necessary information so a prospective client can easily contact you.

Don’t chintz on developing a quality business card—use a quality, heavyweight cardstock. Consider hiring a graphic designer. Are the business card elements consistent with your company brand image? Is your  logo and slogan included along with all your phone numbers, address, email and other pertinent information? Don’t underestimate your business card, this marketing tool has power: the power to sell your brand — how you want others to perceive you.

As antiquated as it may seem, sharing a quality business card is also a remembrance of a more civil time, pre-DUB era. (DUB is the abbreviation of DubMeNow, an electronic business card application said to be replacing physical business cards.)

A personable time when face-to-face contact concluded with, “Do you have a card?” And how nice it is that this has endured.

Roger Bannister’s name may not be a household name, but still turns heads at road races and track and field events as the first man to break the 4-minute-mile barrier way back in 1954.

Why should we lowly marketing gurus care about a 4-minute-mile?  Because they told him it couldn’t be done. They – doctors and scientists and even his fans – said it was impossible. To which Roger Bannister said, ‘I don’t think so.’

Actually, I don’t know exactly what he said, because I was barely walking, let alone running, in 1954. But as a small business owner and a consultant, advisor, marketer, and cheerleader for countless others, I know what happens in the pit of my stomach and to the hair on the back of my neck when they tell me something I want to do is impossible. I turn defiantly away and figure out how — exactly how — I can get the job done, on time and on budget. And so should you.

Do the work. Then do some more. Research, reinvent, reduce, remake and realize your impossibilities. Visualize your success. This is not new-age hogwash: it’s science.

Roger Bannister was systematic and methodical in his approach to achieving the impossible. He devoted countless hours to research, theory and practice. He immersed himself in the study of human physiology. And where he took his physical being, his mind followed. He used mental imagery to visualize success, and in doing so, reached his goal of being the first to break a 4-minute-mile.

What’s your business goal? Do you have a strategic plan to reach it? Or did someone, somewhere, tell you it was impossible?

The end of 2009 brought the end of the commuter New York Water Taxi that ferried commuters down the Hudson from Yonkers City Pier to Manhattan, docking at the World Financial Center and Wall Street, and last summer, mid-town too.

Hailed as both a tourist draw and a comfortable and believe-it-or-not, “cozy” alternative to being stuck bumper-to-bumper on the Hutch, Sawmill, 95 or pavement or rail of choice, this little-known service had been hailed by commuters, one going so far to say, “It cradles you in the morning and comforts you in the evening.”

Wait just one marketing-minute. With the cost comparable ($10 more per 10-trip vs. MetroNorth), and the trip calm, pleasant and conversational – even for New Yorkers – then what’s up? What went wrong?

Simple. Nobody knew. And you can’t sell a good thing if no-one knows about it.

Operational since May 2007 with initially four morning runs from Yonkers to World Financial District, but this year down to two, the service averaged about 75 riders daily during the summer, and 90 in the fall.  In April 2008, the one-day fare was lowered to $10, and ridership increased 40 percent – that day. According to company spokesman, ridership peaked at 3,650 in July 2008.

Last summer, NYC and parent company New York Water Taxi added a midtown Manhattan stop, with free connector shuttle bus service.  At the time, officials said they planned a geared up, major marketing campaign, going so far to claim: “some unconventional ways, guerilla marketing,” according to David Simpson, spokesman for Yonkers Mayor Philip Amicone.

Excuse me? What was the plan: ESP?

The campaign was to include television and internet marketing, drive-time radio spots, direct mail and direct outreach to big time Manhattan corporations with high percentage of Westchester-ites trekking into NYC daily. What happened?

Seeing that I live here, work here and there and everywhere, and am, it’s been said, “in-the-know” marketing wise, I hadn’t heard or seen sight or sound of the ferry. Nada. Nothing. Not a banner ad. Not a tweet. Not a billboard. Nothing shoved under my windshield wiper at the commuter lot. NOTHING.

If you market the pants off the service and it flops, well, then you’ve got nothing to sell. But this was (and remains) a viable, marketable, cost-efficient, environmentally and tourist-friendly unique service. How about sharing that information with the market anxiously awaiting it?

Recently, I was looking to get some work done on my house. Google all you want, but reputation is the only reason people buy — or don’t buy — anything. Ever.

It doesn’t really matter what a company says about itself; it’s what the customers say about the company. And when customers have good things to say, that alone will sell to other customers.

The contractor that caught my eye had a customer letter posted on their website. As a business owner, I know if a client takes the time to write a glowing letter filled with specifics, the company has to deliver. This testimonial had details on the day-to-day expectations, the quality of work, and the timeline. A bit skeptical, I asked for another testimonial. This, too, was a glowing review of recent work the company had done. These former customers were very appreciative and it showed.

From testimonials, I learned this company over-delivered, going above and beyond what was expected. They even did things that didn’t make additional money: like cleaning up each evening and taking home their own garbage. One customer wrote that they even brought their garbage cans to the curb! They just thought it was important to do to keep their customers happy and writing rave reviews.

The competition I had considered also had testimonials, but they were one or two sentences with no details, consisting of “they did a good job” and “very professional,” with a five-star rating attached. Ultimately, I went with the company with testimonials that didn’t look like generic, eBay feedback.

That’s what potential customers are looking for: in-depth, non-canned, honest testimonials. Get that and your reputation will do the rest.

JetBlue is getting very, very friendly!

JetBlue, long considered the social media maven with nearly 1.5 million followers on Twitter…but what’s this? A measly 60k on Facebook??? This can’t be! So what’s the popular airline kid to do when they have no friends?

Easy, bribe them!

JetBlue is doing just so, and dang it, everyone is wishing they did it first, but will undoubtedly follow suit. Sooner rather than later, but we, the wannabes frantically friending JetBlue will end up the winners regardless.

Here’s the deal: JetBlue Facebook wants more friends, and to get them, they’re offering a carefully engineered campaign to add more – a lot more, quickly and with as much PR as possible.

A fan focused campaign, named buffet-style All-You-Can-Jet Fan Sweepstakes thrives on the age old gimmick of FREE STUFF. What’s old is new again!

Become a facebook fan and you can win free round-trip tickets, comped airfaire and a vacation for you and — get this — three friends for 5 days and 4 nights. Or, the grand prize of unlimited free travel on JetBlue for a year. A YEAR!

Simple and easy: a marketing dream come true. Become a fan of JetBlue and submit a ballot via the JetBlue Sweeps Page tab (read more).

JetBlue gets the friends they’re looking for, and we get the chance to dream a little dream of traveling on someone else’s dime.

Hey, that’s what friends are for, right? (Up to 73k at this posting…and counting!)

Every business needs a website. Plain and simple. It’s a brave new world out there, and if you don’t have a website, you’re not living, playing, and you certainly are not working in it.

I don’t care if you’re walking dogs or designing aerospace navigation, your website is window-shopping for any prospective client, employee, or employer. You can hand out business cards and cold call all day long, but few will consider you without a website.

A website makes you legit. Even if you’re just starting out and working out of the trunk of your car, a website is arguably marketing’s best tool in communicating your message. Some basic information your website should provide is who you are; what you do; why you do it; and why you’re best at it! It should provide a number of ways a prospect can contact you.

If you can’t afford to have custom website built for your business, there are inexpensive alternatives to utilize. For example when you register a domain name, at register.com or other domain registration websites, you can choose a pre-coded and formatted website template for a small monthly fee. You must provide text and images, and choices may be limited, but you will now have a site to direct customers and inquiries too. Don’t expect your website to end up on the first page of Google! Most templates don’t include search engine optimization that rank your website to appear first and foremost.

When ready to take your website to the next level of sophistication by including e-commerce, search engine optimization, or redesigning and reworking content, InSight Marketing is well-positioned to make that happen for you.

If you’ve read my other blog posts, you know I am a strong advocate of first developing a marketing plan before you invest money into advertising or other marketing tools.

A marketing plan should have specific goals you want to achieve for your business. But to achieve them, your plan may possibly recommend TV advertising, building an e-commerce website, or going to national trade shows — all costly endeavors.

Your marketing plan may initially be a “blue sky” approach — meaning there are no limiting factors to your ideas or goals. This is an excellent way to start your planning, as you don’t want to limit your initial creative brainstorming. But eventually every “blue sky” meets a cloud. And the cloudiest forecast for ambitious marketing is money — do you have enough marketing dollars to ensure a good shot in achieving your business objectives? If your budget is limited, and you can’t afford to implement your marketing plan in full, then you may need to readjust how ambitious your business goals can be.

Starting an aggressive marketing effort and not having enough money to finish is poor planning. As a pilot, I’ll use this analogy: it’s like flying across the Atlantic with a half tank of fuel. Sure, you’ll make progress, but your plane better have floats because you’ll be landing in the Atlantic, and not in Paris.

Occasionally, I’ll get a call from someone who wants to do some advertising in Westchester to promote their business. I’ll ask them what kind of budget they have, and they often ask, ‘what can I do $10,000?’

Unfortunately, not much. Westchester County, New York is not only an expensive place to live, but also to advertise. You can easily spend 10 times that amount on advertising and it may still not be enough, depending on what you’re advertising, and to what audience.

Okay, so as not to be a total pessimist, what can you do for $10,000? Well that amount could nicely fund a public relations program, which would help build awareness by getting your name out in the marketplace. Don’t ask PR to generate direct sales like advertising, but it could however, generate indirect sales and get your business off to a good start.

With PR and a $10,000 budget, you may not fly across the Atlantic, but you could go to beautiful Bermuda, and that’s not half bad, now is it?